Innovative Advertising Blog

Each month, Newspapers Canada spotlights newspaper innovation by inviting representatives from across the country to contribute to our Innovative Advertising Blog.

Newspapers and media planners are welcome to submit content to the blog. If you are interested in contributing, please contact Newspapers Canada vice-president, marketing and innovation, Suzanne Raitt at

New industry ad campaign highlights key strength: Trust

Thursday, January 16, 2014 - 12:12
Newspapers Canada has developed a new advertising campaign highlighting the newspaper industry and its strength.It was created for use by our newspaper members to run as often as they like in their print and digital properties. The goal of the advertising was to target advertisers directly, as they are the key decision makers. In particular, we wanted to reach senior advertisers (presidents and vice-presidents of marketing), as well as local business people (who make their own ad decisions).

Study shows newspapers drive purchase decisions

Thursday, December 5, 2013 - 10:53
Newspapers Canada recently undertook research to prove the power of newspapers in the consumer purchase decision funnel. In a study of 1,000 Canadian adults, researchers found news brands (print and digital) are what consumers turn to most as they research, plan, and make purchases. Suzanne Raitt, vice-president of marketing and innovation, shares the details of the research study in her latest blog post for INMA.

What’s next? Is advertising still it?

Thursday, October 24, 2013 - 09:27
Suzanne Raitt, vice-president of marketing and innovation at Newspapers Canada, takes a stab at imagining the future in her latest blog post for INMA. Without a crystal ball, it is anyone’s guess as newspapers have been quick to embrace every new technology as soon as it arrives on the scene. Raitt also suggests that advertising will continue to part of the equation but in new and wonderful ways.

Did it work? How to measure advertising success

Thursday, September 5, 2013 - 11:00
The hot buzz words: “Big data. ”Why? Everyone wants to analyze their consumers, their ad spending decisions, and, frankly, everything. For ad campaigns, the question becomes what to measure? What conclusions to draw? And, most concerning, are the wrong conclusions being drawn? In her latest blog for INMA, Suzanne Raitt discusses the quantitative and qualitative factors that should be taken into consideration when measuring the success of an advertising campaign and why profit and “likes” aren’t always everything.

Newspaper ads across platforms deliver a knock-out

Thursday, August 1, 2013 - 11:41
Newspapers extend across media. So the advertisements can — and should — be delivered the same way. There is robust research to demonstrate the soundness of this “one-two” advertising strategy.  In this month's blog post for INMA, Suzanne Raitt uses the latest research to highlight the power of multi-platform newspaper advertising.